It's not always black and white but some slogans work and some just ain't right!

Monday, March 9, 2009

PlentyOfFish.com: We Delete Members Unfit to Date!

This banner ad was originally submitted for Good URL Bad URL due to its Bad URL Display with the letters running together. But I was intrigued by its bold slogan. I'm curious what their criteria is for "unfit to date." And just what do they mean by "delete?" Seems a bit harsh. I've heard of people being rejected by eHarmony -- in fact, Chemistry.com was riffing off that in their TV spots. But being deleted altogether?! And just what do they say to the folks they delete? Sorry, you've been deleted -- don't worry though, there are plenty of fish in the sea... just not at PlentyOfFish.com.

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Plentyoffish has a reputation for deleting many members without any good reason. It appears Plentyoffish has an automated system which deletes many members for various, rather weak, and sometimes unknown reasons. It is known that Plentyoffish employs a variety or means to track people, such as through your IP address amongst others. I'm surprised it has been able to remain so popular when it deletes so many members and has such a reputation for doing so.

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The Good/Bad Story

What started with a simple URL obsession has blossomed into an all-consuming marketing mania. As a marketing professional, my day job requires me to critically evaluate good and bad marketing ideas. For some reason, I decided to devote my nights and weekends to that same pursuit. Of course, in this setting, I get to pick the companies I assess and don't have to mince my words. So join me here as I set out to put my stamp of Good or Bad on every slogan, tagline, and call-to-action that flashes before my eyes (and camera lens).

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About Me

My name is Aaron Goldman and I'm a marketing junkie. My day job is CMO at Kenshoo, a global technology platform for managing online advertising campaigns. So, yes, I have a vested interest in Good and Bad Slogans.

Blog Archive

Are You a Slogan Snob?

Have you seen or heard any slogans so good they get stuck in your head for the rest of the day? Come across any slogans so brutal you wonder what the CMO was smoking when he or she approved it? Snap a pic and send it to me at GoodSloganBadSlogan@gmail.com and I'll post accordingly.

Slogan Best Practices

An effective slogan usually:1. States the main benefits of the product or brand for the potential user or buyer2. Implies a distinction between it and other firms' products - of course, within the usual legal constraints3. Makes a simple, direct, concise, crisp, and apt statement4. Is often witty5. Adopts a distinct "personality" of its own6. Gives a credible impression of a brand or product7. Makes the consumer feel "good"8. Makes the consumer feel a desire or need9. Is hard to forget - it adheres to one's memory (whether one likes it or not), especially if it is accompanied by mnemonoic devices, such as jingles, ditties, pictures or film sequences on televised commercials10. Sounds good

From Me...

An effective slogan usually:1. Is both timely and timeless2. Is universal -- retains its meaning in other cultures and translates well to other languages3. Is not interchangeable with other companies or products -- a good litmus test is taking the name of the brand out of the slogan and asking, "Could this be any company?"4. Makes you think, but not too hard5. Defines a new reality or way of life6. Inspires action7. Creates a social identity or conveys status8. Delivers the promise of transformation9. Humanizes the brand

Other Good/Bads (and 2 Bad/Goods)

Disclaimer

Please note: I'm a marketing guy, not a lawyer. I am not aware of any copyright laws I am violating by posting pictures of advertisements and slogans that are in the public domain to this blog. That said, if you own any of the trademarks I've posted and feel that I am infringing on your copyright, please contact me and I will remove any offending material promptly.